VALS

I recently took a VALS survey, and the results actually surprised me. My reults claimed that I am an innovator who tends to also be somewhat of an experiencer. According to the website, innovators like to take charge and are typically successful and sophisticated. Image is also important, but not because of status...more for the fact that we like to express our taste and personality. I think that this is very true, especially the part concerning image. I do like self-expression and I take image seriously, afterall many people base their judegments of others on first impressions. (the image to the right, and all of the mentioned VALS information, was taken from the website, http://www.sric-bi.com/VALS/experiencers.shtml)



I think that this information is very useful for both consumers and companies alike. They can use VALS to target different pychological groups and make business more profitable and efficient. I think that in terms of correctness, the information given is very true. Wheh I took the survey and reviewed my results, although I was a little shocked by what it had to say, I realized that my VALS type was very much like me.

The target person that my group had the other day in class, was someone who shopped at Eddie Bauer. We said that this person would most likely be a middle-aged man or female who likes the outdoors and has a middle-class job and salary. This person, whom I like to call Jebb, would probably take weekend trips camping or going to the lake, has a golden retriever, and a small family. In terms of VALS, I think that Jebb would not be an innovator or an experiencer. He would most likely be a thinker, because thinkers are people that like to look for durability and funtionality in their products. These practical buyers would shop at places like Eddie Bauer because their products are exactly that: durable and practical.

Forever 21

As many people know, Forever 21 is my favorite retailer and I frequent their stores about once a week. What many people don't know, is the information and background involved in Forever 21's success.

Forever 21 was started by Do Won (Don), who is the CEO, and his wife. The first store was opened on April 21, 1984 in Los Angeles, CA. It was originally opened under the name of "Fashion 21", and later changed to Forever 21 after many other stores were created (hoovers.com). By the end of the first year that Fashion/Forever 21 stores were opened, the sales has risen from $35,000 to $700,000. Now, the revenue from the year 2007 is much higher, at approx. $1,300 million! (forever21.com)

In 2005, there were about 355 stores opened nationwide under the names of Forever 21, Forever XXl, and For Love 21 (answers.com). The number of stores is constantly increasing, as the demand for their cheap and chic clothing also increases. Their main competition is the other stores designed for teenagers and young women, often found in malls. Some of these include Charlotte Russe, Wet Seal, and H&M. (hoovers.com)

(image on top right, from http://www.pluscontracting.com/images/455_F1.jpg)